How This Holiday Makes a Difference

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Prefazione agli Occasional Papers del CeSLiC ISSN 1973-221X

Quaderni del CeSLiCGeneral Editor Donna R. Miller

Local Editorial Board - Lattuale comitato di redazione bolognese comprende:Paola Filippi, Valeria Franzelli, Louann Haarman, Anna Mandich, Marina Manfredi, Donna R. Miller,Ana Pano, Monica Perotto, Rosa Pugliese, Maria Jos Rodrigo Mora, Eva-Maria Thne, Valeria Zotti

Full Editorial Committee - Lattuale comitato scientifico completo comprende:Hans Bickes (Leibniz Universitt Hannover, Germania), Maria Vittoria Calvi (Universit degli Studidi Milano), Luciana Fellin (Duke University, USA), Paola Filippi (Universit di Bologna), ValeriaFranzelli (Universit di Bologna), Maria Enrica Galazzi (Universit Cattolica di Milano), LucynaGebert (Universit la Sapienza, Roma), Louann Haarman (Universit di Bologna), Jean-MarieKlinkenberg (Universit de Lige, Belgio), Anna Mandich (Universit di Bologna), Marina Manfredi(Universit di Bologna), Donna R. Miller (Universit di Bologna), Elda Morlicchio (Universit

Orientale di Napoli), Antonio Narbona (Universidad de Sevilla, Spagna), Gabriele Pallotti (Universitdi Modena e Reggio Emilia), Ana Pano (Universit di Bologna), Monica Perotto (Universit diBologna), Rosa Pugliese (Universit di Bologna), Maria Jos Rodrigo Mora (Universit di Bologna),Viktor Michajlovich Shaklein (Rossijskij Universitet Druzhby Narodov (RUDN), Mosca, Russia),Joanna Thornborrow (Cardiff University, UK), Eva-Maria Thne (Universit di Bologna), NicolettaVasta (Universit di Udine), Valeria Zotti (Universit di Bologna)

La serie degli Occasional Papers una collana collocata allinterno dei Quaderni del Centrodi Studi Linguistico-Culturali (CeSLiC), il centro di ricerca del quale sono responsabilescientifico e che svolge ricerche nellambito del Dipartimento di Lingue e LetteratureStraniere e Moderne dellAlma Mater Studiorum Universit di Bologna.

Gli Occasional Papers sono accessibili all'URLhttp://amsacta.cib.unibo.it/view/series/Quaderni_del_CeSLiC._Occasional_papers.htmlFinora sono stati pubblicati i seguenti saggi:

(2005) Fusari, Sabrina, Il direct mail per le organizzazioni nonprofit: analisi retorica interculturaleitaliano-inglese(2005) Louw, Bill, Dressing up waiver: a stochastic collocational reading of the truth andreconciliation commission (TRC)(2005) Nobili, Paola, Saper vivere con gli altri(2006) Witalisz, Alicja, English Linguistic Influence on Polish and other Slavonic Languages(2006) Larisa Poutsileva, Raccontare il mondo in lingue diverse: Sara lo stesso mondo?(2007) Mette Rudvin, Stereotypes of primitivism and modernity in immigrant-related discourse inthe Italian media(2007) Ana Pano, Anglicismos en el lenguaje de la informtica en espaol. El misterioso mundo deltecnicismo a travs de foros y glosarios en lnea.(2007) Sabrina Fusari, Idioletti e dialetti nel doppiaggio italiano de I Simpson(2008)Alida Maria Silletti, La traduzione del futuro verbale in ottica contrastiva italiana-francese-inglese(2008) Jane Helen Johnson, Corpus Stylistics and Translation(2009) Sabrina Fusari, Il filmato turistico multilingue come discorso specializzato: il caso di studiodella Val Gardena

(2009) Alida Maria Silletti, Analisi della "futurit" verbale in ottica comparativa italiana-francese-inglese


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(2009) Antonella Luporini, Frames, Transitivity Structures e gerarchie di potere tra personaggi:Harry Potter affronta Lord Voldemort in The Sorcerers Stone(2009) Jane Helen Johnson, Towards an identification of the authorial style of Grazia Deledda. Acorpus-assisted study

A questi papers si aggiungono le altre pubblicazioni del CeSLiC ossia, gli E-Libri cheincludono:

1) la serie di manuali dei Quaderni del CeSLiC: Functional Grammar Studies for Non-NativeSpeakers of Englishhttp://www2.lingue.unibo.it/ceslic/e_libri_1_func_grammar.htmche gi vanta quattro volumi pubblicati;

2) gli Atti dei Convegni patrocinati dal centro:- a cura di D. Londei, D.R. Miller, P. Puccini, Gli atti completi delle giornate di studio delCeSLiC del 17-18 GIUGNO 2005:

Insegnare le lingue/culture oggi: Il contributo dellinterdisciplinarit, ahttp://amsacta.cib.unibo.it/archive/00002055,disponibile anche in versione cartacea:Londei D., Miller D.R., Puccini P.(a cura di), 2006,Insegnare le lingue/culture oggi: Ilcontributo dell'interdisciplinarit, Atti di Convegni CeSLiC 1, Bologna, Edizioni Asterisco.

- a cura di Miller D.R. e Pano A., Selected Papers di quelli presentati al convegno nazionaleCeSLiC del 4-5 dicembre, 2008:La geografia della mediazione linguistico-culturale/ The Geography of Language andCultural Mediation, ahttp://amsacta.cib.unibo.it/2626/

disponibile anche in versione cartacea:Miller D.R. e Pano A., 2010, La geografia della mediazione linguistico-culturale, SelectedPapers, Atti di Convegni CeSLiC 2, Bologna, Du.press.

Inoltre gli E-libri del CeSLiC comprendono:

3) la collana di Studi grammaticalihttp://www2.lingue.unibo.it/ceslic/e_libri_studi_grammaticali.htm

un grandissimo piacere presentare un nuovo contributo, molto apprezzabile, di CinziaSpinzi, dottorata inEnglish for Special Purposes presso lUniversit di Napoli, Federico II edocente di grammatica funzionale e di linguaggi specifici presso lUniversit di Bologna, e ditraduzione allUniversit del Salento. La studiosa si occupa di linguistica sistemico-funzionale e di quella dei corpora, applicando frequentemente i risultati delle sue indagini inquesti campi a quello della traduzione. Svolte in una prospettiva fortemente interculturale, lesue ricerche focalizzano in particolare la fraseologia nel linguaggio diplomatico e in quellodellecoturismo, questultimo loggetto specifico dello studio che ora proponiamo. Ha

pubblicato due monografie: English, Language and Communication e La ComunicazioneSpecializzata: un approccio fraseologico al discorso diplomatico britannico (1997-2007),mentre tra i suoi saggi segnaliamo il recente, The terroridiom principle between spoken andwritten discourse, nellInternational Journal of Corpus Linguistics (John Benjamins 2010).La Spinzi anche co-curatore della rivista Cultus: the Intercultural Journal of Mediation and


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Communication, la cui pregevole missione di privilegiare il dialogo inestricabile che vi tralingue e culture.

Il titolo del saggio :How this holiday makes a difference:

The language ofenvironmentand the environment ofnature in

a cross-cultural study of ecotourism

Partendo dal presupposto che le differenze culturali spesso costituiscono una fonte potenzialedi problematiche traduttive, questo contributo mira a evidenziare le differenze che emergonosul piano linguistico, a livello lessicale, ma soprattutto fraseologico, in seguito a variegatiorientamenti culturali che agiscono come filtri.Il linguaggio specialistico analizzato riguarda una nicchia particolare del mercato del turismo,

ossia lecoturismo, che sta conquistando un terreno sempre pi vasto in seguito ad unamaggiore attenzione rivolta nei confronti di tematiche attuali, come quelle di impattoambientale. Abbracciando una prospettiva interculturale, il lavoro indaga il diverso approccioche la cultura americana, britannica e italiana mostrano nei confronti dellambiente e dellanatura, ipotizzate, in questo contesto, come categorie ideologiche del linguaggio utilizzate perla promozione dellecoturismo. centrale allo studio la classificazione operata negli anni da Hall (1976; 1983; 1990) fraculture verosimilmente pi orientate verso il contesto, come quella italiana, e quelle piorientate verso il testo, come quelle americana e britannica. Tale suddivisione comporta unaserie di diverse tendenze, soprattutto comunicative, che caratterizzano le culture e quindianche le lingue. Per esempio, ad una maggiore espressivit dellItaliano sembrerebbe

corrispondere una comunicazione pi informativa dellInglese britannico.I dati analizzati derivano da un corpus comparabile assemblato ad hoc che include testiscaricati da siti web ufficiali dellecoturismo. Lanalisi parte da un approccio quantitativo

basato sulla Corpus Linguistics, avvalendosi della teoria fraseologica che risulta rilevanteanche a livello traduttivo. Emergono notevoli discrepanze fra le tre lingue nelluso dei terminichiave del discorso.I risultati dellindagine rilevano differenze di lessicalizzazione dei concetti fondamentali chesono parte di altrettanto diverse scelte fraseologiche nelle tre lingue. Il lavoro confermalimportanza di come la pratica traduttiva possa trarre vantaggi da uno studio sistematico dellemultiword units nelle lingue e culture.

Concetti chiave: environment, nature, corpus linguistics,phraseology, cultural orientations

Donna R. Miller

Bologna, li 20 giugno, 2010


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How this holiday makes a difference:

The language ofenvironmentand the environment ofnature in

a cross-cultural study of ecotourism

Cinzia Spinzi(University of Bologna and University of Salento)

1. Introduction

Much of our understanding of the world comes from words; what people know and

experience is the results of the words chosen to deliver information. If information is given

for promotional purposes then words become indispensable tools in commerce. Moreover,

cross-cultural discrepancies complicate the scenario in that the individual world-view is a

local map and is not a good guide to understanding texts produced by other cultures (Katan

2004: 325). Thus, cultural frames are of paramount importance in the cognitive process

underlying any communicative event and they cannot be disregarded in the translation act.

Actually, as Hofstede underlines (2001: 21), the first influences of culture start in the

translators mind. Two premises are behind this paper: firstly, the role of language in thechanging usage of pristine tourist natural areas is worthy of greater attention since it

determines the future of ecosystems (see Cantrill, J. G., and Oravec, C. L. 1996); secondly,

comparable corpora show how language is deployed to achieve particular goals and,

additionally, they can often lead naturally to discussion of aspects of the other culture as

reflected in the language (Thompson 2001: 312).

The language of tourism has been the subject of a number of recent studies which look

at this type of specialized discourse from different perspectives: from its description as aspecialized language (Gotti 2006), to web translation assessment (Pierini 2007), and cross-

cultural analysis (Manca 2008; 2009). The contribution of this paper lies in its focus on a

niche of the tourist market, a relatively young branch of tourism, that is ecotourism,

investigated from a cross-cultural perspective for translation purposes. It addresses the issue

of the construction of overt ideological categories (e.g. environmentand nature) employed by

the discourse of ecotourism in three languages (American English, British English and Italian)

to promote its message in order to persuade potential customers into becoming actual clientsby addressing their cultural needs and personal motivations to travel (Edwards and Curado


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portrayed as context-oriented, the Italian culture prefers to express feelings, is more past-

oriented and concentrates on relationships. Accordingly, HCCs prefer implicitness and

indirectness and leave context outside the text, whereas LCC communication is more

instrumental and prioritizes information and facts. However, as will be shown, American

culture sometimes allows space for emotions more than the British would consider

appropriate. Thus, the American and British cultures tend to operate differently with respect

to the Italian culture, and language mirrors these variances which, if disregarded, may cause

misunderstanding and miscommunication (Katan 2009: 13).

Halls distinction of low/high context culture seems to be difficult to apply when

comparing close cultures in a more analytical way. With the aim of providing a more

universally applicable framework the Dutch anthropologist Hofstede addresses this issue and

distinguishes five cultural dimensions which emerged from a research on work-related values

in employees at IBM during the 1970s. Each dimension is measured in relation to a basic

problem all societies have to cope with, but offering a different response to its solution. The

dimensions are as follows:

-power distance relates to how (in)equality is distributed in society. Cultures with low power

distance are characterized by more interdependence and mutual support; on the contrary, in

cultures with high power distance stratification and hierarchy prevail;

- uncertainty avoidance concerns the level of stress when facing the unknown future, and

cultures like the USA and the UK, which score low on this parameter, show a higher level of

tolerance towards uncertainty;

- individualism/collectivism criterion measures orientation to integration in a group;

- the long-term vs. short-term dimension is related to the choice of focus for peoples

efforts: the future or the present;

- masculinity vs. femininity dimension is related to the implications deriving from the

different social and emotional roles of genders.As he states, these dimensions were not decoded a priori and they are just a way ofwell,

beginning to make sense of the very complex reality (Hofstede and Chiaro 2009: 30).

For the purpose of this work we shall be considering the individualism versus

collectivism dimension, which is close to Trompenaars and Hampden-Turners couple of

communitarianism/individualism (2000). Starting from Hofstedes dimensions, the two

researchers focus more on the behaviours than on underlying values. Drawing on Halls

theory, they speak of a neutral/emotional pattern to refer to the extent to which emotions areovertly expressed. Furthermore, their universalist/particularism orientation relates to a


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preference for rules instead of relationships and, thus, this parameter matches only partially

Hofstedes uncertainty avoidance. Finally, in order to answer the question of the humanity-

nature relationship they go back to Kluckhohn et als (1969) value orientation theory which

proposes mastery, harmony and submission as different ways of approaching the

natural environment. Both studies classify the American culture as tending towards a

conquering approach to nature.

2. Materials and methods

The data which form the basis for investigation were gathered from an ad hoc small

multilingual comparable corpus of ecotourism that was compiled on the basis of the following

sampling criteria:

-both major varieties, American English and British English, were included together with the

Italian counterpart so as to take into consideration different languages and cultures;

-the time span was restricted to 2009 to focus on contemporary texts.

The number of running words amounts to a total of 91,858 tokens for the Italian sub-

corpus, 65,648 tokens in the British sub-corpus and 72,134 in the American sub-corpus1.

The texts were downloaded from the official websites of ecotourism, which represent

non-profit associations committed to the promotion of responsible travelling practices

(www.ecoturism.org; www.ecoturismo-italia.it). These sites provide links to local websites

(for a full list see bibliography) and their selection was driven by the main purpose of

designing a corpus, which served the specific function of being representative of the

specialized domain of ecotourism, neglecting exported ecotourism for cultural reasons. For

instance, figure 1 shows the home page of the Italian website where the link on the left, I

nostri viaggi, displays several ecotourist packages:

1The size of a corpus does not constitute an issue covered in this paper, however, as Sinclair states (2001: xi) asmall corpus is seen as a body of relevant and reliable evidence.


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Figure 1: from the web page of the official site of ecotourism, www.ecoturismo-italia.it

All those holiday packages available online at the moment of compilation were

downloaded. Similarly, as displayed in figure 2, the international website of ecotourism

provides links to different eco-destinations offered by local organizations around the world:

Figure 2: Link to eco-destinations from www.ecotourism.org

Since we were interested in studying how the two assumed ideological categories are

described in language and how cultural orientations affect the promotion of this type of

holiday, only the texts describing the trips were taken into account. These texts have the same

persuasive communicative purpose, they contain short information about ecotourism and,

above all, they describe the destinations focusing on their natural properties, such as flora and

fauna.


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Texts from the three sub-corpora were run through Wordsmith Tools 5.0 (Scott 2007)

to extract analysable information around the search words. Methodologically this research

combines quantitative and qualitative analysis, involving a number of steps.

Drawing insights from the theory of phraseology as carried out by corpus linguistics in

relation to the translation process (Tognini Bonelli 2002), the analysis is quantitative when

assessing the significance of some words on the basis of frequency criteria or when looking at

collocational profiles statistically produced by the software. It is also qualitative in that it

takes into account some aspects of language that, though not at the top of the numerical list,

provide relevant linguistic insights. Collocation is the main analytical tool since it is a suitable

vehicle for the semantic analysis of a word (Sinclair 1991: 115-116) and the related

concepts of semantic preference and discourse prosody (Stubbs 2001). The investigation

begins by exploring the text as a whole to look at the order of discourse and see what

similarities the three languages present in the outline of the information. Then, the analysis

will concentrate on the lemmas environment and natureassumed as ideological categories

of the discourse of ecotourism and their Italian posited equivalents ambiente and natura.

This was suggested by the holistic definition provided by the Ecotourism Society in 1991,

which identifies ecotourism as responsible travel to natural areas that conserves the

environment and improves the well-being of local people2. The examination of the word in

its co-text will confirm this hypothesis. When you embark upon a corpus-based activity you

do not know what scenario will open up as comparable corpora may be the source of a

potential serendipity process (Johns 1988). So the initial results led to a number of cross-

analyses of collocates leading, for example, to an investigation of the word territorio. The

items were compared and contrasted across languages in their phraseological behaviour and

results were discussed in the light of cross-cultural communication studies.

3. The discourse of ecotourism

As observed in previous research (Spinzi 2004), the idea of full-immersion nature

holidays pre-dates ecotourism, so its novelty resides in the sensitiveness to environmental and

social issues, in accordance with the Kyoto Protocol on minimal impacts on the climate,

which are reflected in new discourses and a new lexicon (Mhlhausler and Peace 2001:

378).

2www.ecotourism.org last accessed on January 8th, 2010


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Coined in the late 1970s, ecotourism as a term implies what mass tourism is not or, in

other words, an alternative to the negative effects of traditional forms of tourism (for details

of linguistic implications of the term ecotourism see Spinzi 2004). For some researchers (see

Wallace and Russell 2004), ecotourism may be considered a form of nostalgia stemming from

the need for exclusive experience in places of natural beauty, far from the madding crowd.

Conceptualised as a catch-all phrase, the term obviously entails some ambiguities due to the

number of objectives pursued. For the purpose of this study, we shall be looking at

ecotourism as more than just leisure experiences which imply a visit to natural areas and

involve activities such as flora and fauna observation while staying in hotels or lodges based

on ecologically conservative principles.

The websites under scrutiny in this research have their own layout, which displays

common sections concerning the description of the promoted areas and practical information

about the eco-tour. Nevertheless, it is worth noticing that most of the sites of ecotourism

introduce sections that focus on the novelty of this vacation and on the limited size group3.

Despite the differences and the various ways of denominating the sections, the websites reveal

similarities across the three languages and the following chart roughly displays them:

American Texts British Texts Italian Texts

-Country/Trip overview-Location/departures-Price/vouchers-Introduction to (title)-Day-by-day itinerary-(Small group)holiday/group size-(Award winner)-How this holiday makesa difference/ EcoTourism policies

-Country-Location-Price-Vouchers-Description/What weoffer-(Travellers tales)-Rooms, food and facilities-How to find us-How this holiday makes adifference/ Eco-policies

-Denominazione del viaggio-Descrizione del luogo-Descrizione viaggio(gruppo, alloggio)-Programma del viaggio-Costi (spese comprese enon comprese)-(Consigli) / (curiosit)-Perch un viaggioecoturistico/Filosofia diviaggio e ecosostenibilit-Contatti/come arrivare

Table 1: Sections displayed by the Ecotourism websites collected in the corpus

The American and the British websites prefer to place practical outlined information at

the very beginning of the text to start then a narration of the promoted experience.

Furthermore, the individualistic American culture stresses from the very beginning (in this

case the visual layout of the web page) the importance of travelling in small groups and

provides information about the appreciation for the travel companies commitment to support

3The websites including these pieces of information are the following: www.ecotourism.org ;www.responsibletravel.com; www.ecotourdirectory.com; www.ecoturismo-italia.it .


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local communities and economies. Another relevant feature is the focus on how this holiday

makes the difference4 (emphasis added) with respect to the Italian websites (www.

ecoturismo-italia.it; www.pelagos.it) which provide only reasons for that. In order to account

for the how, the American and the British explain what they have been implementing so far

and in so doing they provide facts. Below are three typical extracts chosen randomly from the

three sub-corpora and it is worth observing that the American and British description extends

for many lines:

1. Perch un invito alla scoperta ed alla tutela della natura e delle tradizioni di unterritorio ricco di biodiversit. (Because it is an invitation to discover and tosafeguard nature and to conserve traditions and biodiversity)

2. Each year we conduct extensive safety audits to ensure our properties complywith local regulations as well as our own safety requirements. We also conduct

reviews of our itineraries to ensure they include as much local interactionopportunities as possible, where our travellers can engage with the locals and

learn their way of life and the local cultures of the places we visit. These

experiences often make our trips unique. (from the USA sub-corpus)

3. The cabin is a show case of environmentally responsible building. Although therea handful of straw bale houses in the UK, this is the first holiday home. We aim to

provide high quality accommodation in natural surroundings whilst

demonstrating to the wider public that straw can be used to create a beautiful yet

practical and durable form. (from the British sub-corpora)

It is immediately clear that in the American and British texts the description includes LCC

written details such as doings (e.g. we conduct) and achievements (e.g. show case;

demonstrating) whereas in the Italian counterpart no information is given and personal

communication is emphasized (invitation) or, in other cases, this section is left out (see for

instance texts from www.fsnc.it). The potential traveller is expecting to read information

from the setting but a client expecting text would not be satisfied with it.

3.1. From the language of theEnvironment

One of the main advantages of corpus techniques is given by the criterion of frequency which

points to areas that promise to be interesting. A glance at the relative frequency of

environment in the three sub-corpora uncovers a mismatch among the three languages:

4The section named How this holiday makes a difference is a feature ofwww.responsibletravel.com; otherweb sites use different phases like eco-policies (www.ecotourdirectory.com) or Important information aboutthis trip (www.nathab.com/america). In the Italian sub-corpus the section Perch un viaggio ecoturistico

comes from www.ecoturismo-italia.it whereas Filosofia di viaggio e ecosostenibilit was found onwww.pelagos.it .


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environmentturns up at the top of the wordlist in the British sub-corpus (0.14 %) followed by

a lower relative frequency in the American sub-corpus (0.11%) with the Italian ranking third

(0.3%). A preliminary observation of these figures brings us to speculate about a different

usage of the given item across languages, in particular, in the Italian language.

If we look at the collocational profile of the item in the American and British sub-

corpora (tables 2 and 3) the content collocates give a picture of the semantic preferences

associated with environment: very much from nature (wildlife; natural), social (people),

ethical (damage; commitment; respecting) and economic fields (economy). The wider range

of British preferences points out the broad semantic usage of this item or, better, its

semantically undifferentiated status, that is the term covers a number of different

phenomena (Mhlhusler and Harr in Penman 2001: 146):

N Word With Total1 ENVIRONMENT environment 433 IMPACT environment 104 NATURAL environment 10Table 2: Top content collocates in the American sub-corpus

N Word With Total1 ENVIRONMENT environment 916 LOCAL environment 208 OUR environment 1711 NATURAL environment 1015 HOLIDAY environment 818 WILDLIFE environment 722 DAMAGE environment 623 RESPECTING environment 625 PROTECT environment 527 COMMITMENT environment 5Table 3: Top content collocates in the British sub-corpus

In particular, what the two sub-corpora share is the occurrence of the very frequent

association between the classifiernaturaland the search item, which constitutes the core of

more extended phrases. A scan of the vertical axis of the first set of concordances reveals the

ethical question of not harming the environment as central in the American sub-corpus:

1. "Leave No Trace" ethic will help minimize the impact on the natural environment. We partner2.. travel, either by treading lightly on or enhancing the natural environment, making real3 The travel provides economic growth while protecting the natural environment -- any4. Our style of travel maintains a low impact on the natural environment. Use is5.leave no trace ethic will help minimize the impact on the natural environment. Carbon Off-

6. Leave No Trace" ethic will help minimize the impact on the natural environment. * On this7 of commerce to support "right livelihood" without compromising the environment or human8 llectual discourse. Finally, our health begins with our food and the environment in which we9 help to eliminate built up soap residue in the linens, pollution of the environment and reduce10 cess of redesigning our operations to be increasingly friendly to the environment. We lead

11 ark in a locally owned camping facility that supports conserving the environment and benefitsConcordance 1: environmentin the American sub-corpus


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The most frequent pattern minimize the impact on natural environment is also lexicalized

through variation, maintains low impact and without compromising. Alternative linguistic

choices are protecting and conserving. The American attitude shown towards the

environment, mainly formulated through verbal forms, tends to be pro-active and a sense of

control over the environment crops up. This perception of the environment is an example of

the United States as a control-oriented culture (see Kluckhohn et al. 1961). According to this

perspective, control is particularly important when dealing with natural phenomena and

mastery over them is the dominant position in that people can overcome natural forces.

The same idea of promoting an environmentally friendly behaviour is visible in the

British discourse, where the word damage, occurring more frequently than the seemingly

neutral item impact, contributes to set up a contrast between the image of an injured

environment and the aim of achieving a clean, healthy, safe environment:

1.. visitors with modern facilities within a quiet, beautiful, unspoilt rural environment. Guests are2.class service in a relaxed and homely atmosphere in a non-smoking environment. As we3.environmental performance and helps protect Scotland's stunning environment. We are4policy. Seek to achieve a clean, healthy, safe and sustainable environment for our5... is supportive and in sympathy with the local communities and environment. This is in6habitats we hope we have also created a fascinating and beautiful environment where people7.ine Code we ensure that your kayaking activities do not damage the environment, or disturb8.tline, enabling you to take in the surroundings without damaging the environment. We use local

9. isposal of litter and relevant suggestions to minimise damage to the environment, wildlife and10. rence Environment: We are proud to demonstrate our care for the environment by the

11.ce they arrive on site, to minimise the impact of their holiday on the environment. There is no12. ture-based holiday which aims to have no negative impacts on the environment or local13.cycling and properly disposing of litter, and reducing damage to the environment. During the

Concordance 2: environmentin the British sub-corpus

The negative item damage figures very prominently in the British collocational profile, as in

the concordances, and it emphatically constructs the environment as a victim uncovering the

negative axiology underlying the semantics of abuse. The unfavourable pragmatic meaning,

built up by damage or adjectives such as negative, contrasts with the positive evaluative lexis

which describes the environment (quiet, beautiful, unspoilt, stunning). The consequent

contrasting effect might be seen as the promoters intention to trigger emotional reactions in

the addressees such as guilt and a moral obligation to behave eco-friendly. The attention of

the eco-promoters to the environmental issues is also apparent in the co-text surrounding the

frequent collocation local environment, which highlights the multiple objectives of

ecotourism, like education (learning; appreciate), but also financial benefit (economy is

another rather frequent collocate of environment as in citations 14 and 16 below). This

emphasis on the local environmentmay be seen as a reaction to the increasing globalizationof tourism or better, a way of claiming local identities, in that travels do contribute to


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identity formation, if only in reinforcing awareness of difference (Shaw and Williams 2004:

7). Being internally-directed (Trompenaars et al. 2000) the two societies show their

commitmentto local environmentand their resolution is the starting point for every action (we

encourage; we have a commitment to):

14. As a letting agency we also have a commitment to the local environment, economy &15We encourage our guests to enjoy and appreciate the fragile local environment. We offer16 cabins are run as sustainably as possible and we support the local environment and economy17.. a short period. We aim to help them enjoy learning about the local environment and culture,

Concordance 3: local environmentin the British sub-corpus

14 opportunity to get out and explore on foot to learn more about the local environment and thus15 to 12 passengers. Smaller groups means a smaller impact on the local environment and our

Concordance 4: local environmentin the American sub-corpus

The remaining citations from the British sub-corpus, with natural environmentas core, show

how this aim of sustaining the environment is achieved through a merging between the built

and non-built environment:

18 sedum green roofs which not only helps them blend into their natural environment but also a19 close interrelationship and intricacies between the geology, natural environment and the s20 barbed wire, bracken and alien plant species to allow the natural environment to return t21 ormer days and to ensure that the building blends in with the natural environment and coun22 of light and space and give a sense of being at one with the natural environment. In additi23 code of conduct to ensure they dont cause any harm to the natural environment or disturb

24 sing existing indigenous trees and shrubs to blend in with the natural environment. Green teConcordance 5: natural environmentin the British sub-corpus

Despite apparent lexico-grammatical variation, a concept of fusion is visible from the

pattern: (build) blend/s in(to) the natural environment. Variance includes another formulation,

being at one with, and nominalizations, though less frequent, such as interrelationship and

intricacies. Unlike the American sub-corpus, the British collocation natural environment is

embedded in a context of integration between man-made products and the natural

surroundings. If the American promoters highlight their commitment to a type of vacationwith minimal effects on natural environment, the British offer of this type of holiday goes

beyond by emphasizing the continuity between the human products and the natural as the

enlarged concordances better demonstrate:

(25) The large windows and use of wood throughout the Loch Ness bed & breakfastaccommodation help to enhance the feeling of light and space and give a sense of being atone with the natural environment.


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(26)The lodges themselves have double-insulated walls and sedum green roofs which notonly helps them blend into theirnatural environment but also acts as a second insulate to

retain heat in the winter.

The tangible description of the built environment construes an objective vision of this concept

of fusion observable from the outside. The adjectival form of this lemma, environmental,

behaves similarly in both sub-corpora and tends to classify abstract nouns such as projects,

initiatives, awareness but no recurrent patterns are visible. On the contrary, the adverbial

form, environmentally, is found to frequently cluster with friendly giving rise to longer

phrases. The cluster, which in turn collocates both with items related to the typology of

holiday (e.g. nature-based) and to accommodation equipment (e.g. building; cleaning

products), confirms the ideological construction of the discourse of American and British

ecotourism around the category of environment. Responsibility towards environment involves

any layer of life:

1 .The cabin is a show case ofenvironmentally responsible building. Although there2 As part of our continuing commitment to environmentally responsible holidays we are currentl3 ..get creative with traditional, environmentally friendly and nature-based arts & craf4 towels, cloths, recycled kitchen roll and environmentally friendly cleaning products are provi

Concordance 6: environmentally in the British sub-corpus

Summing up, both cultures present the environmentby advocating values expressed byhealthy, clean and emphasize their attitude to reduce (and thus to control) negative effects

on local/natural environment. Whilst the British data stress the effort of ensuring the

continuity between human artefacts and natural surroundings, the American counterpart

neglects this aspect as far as the analysis of the search lemma is concerned.

3.1.1Environmentin the Italian discourse of ecotourism

The prima-facie translation ofenvironmentwas posited to be ambiente whose collocationalprofile shows no statistically relevant associated items, except forcultura (culture). A scan of

the concordances helps to identify the semantic categories the search node is in company with

and how it is ideologically positioned. Ambiente shares all the classifiers with environment

(e.g. rural, urban) except forlocal. It also shows preferences fornaturale (natural) embedded

in a metaphorical formulation (immersioni/immersions), as can be noticed in citation (1) in

the concordances below. Two main aspects are foregrounded in the Italian instances: firstly,

the focus on the being rather than on the doing, instantiated by relation processes(Halliday 1994); secondly, the emphasis on relationships. Indeed, a relation is established


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between man, who is interpreted in his natural surrounding, and the environment itself.

Expressiveness and elaborate style are also pervasive in the instances below, where a concept

of integration emerges even though not collocated with natural environment. The colouring

of relationship, with existential be, and with nouns like contatto (contact) and rapporto

(relationship) highlights the more collectivist standpoint of the Italian culture. The recurrent

pattern observed, rapporto/contatto diretto con lambiente ospitante (direct

relationship/contact with the host environment), conceptualizes the ideological attitude of the

Italian promoters of ecotourism: high priority is given to processes of beings (Halliday

1994:113), namely, emotional bonds and empathy:

1 gli spazi rurali, il vivere semplice fatto di piatti genuine ed immersioni nellambiente naturale.

2 in barca a vela rappresenta un viaggio che consente di fondersi con lambiente circostante3Una espressione dell'uomo e della natura. L'uomo vi interpretato nel suo ambiente naturale4 possibilit di stabilire un rapporto diretto e approfondito con la natura, lambiente e il territorio5 Perch entra a contatto diretto con lambiente ospitante, inteso come territorio, cultura e tradizioni,senza alterare lecosistema locale.

6 Perch entra a contatto diretto con lambiente ospitante, praticando attivit sportive a basso impattoambientale, senza alterare lecosistema locale.7 Perch entra a contatto diretto con lambiente ospitante, visitando luoghi ed opere che sono parteintegrante delle tradizioni locali senza alterare lecosistema locale.

The above citations do not provide us with much information; they include man as part of the

environment and a more holistic vision features the Italian text in line with its contexting

orientation.

The pattern (entrare) a diretto contatto con is not new in the language of tourism. In

her cross-cultural investigation of the item natura (nature) in the language of Italian

Agriturismi and British Farmhouse Holidays, Manca (2004) observes a frequent association

of this multi-word phrase with the item natura. Nevertheless, she notices a lack of

correspondence between the English language and the Italian language and she provides a

functional equivalent phraseology with the pattern set in the countryside, where

countryside is pre-modified by a range of positive qualifying adjectives (e.g. set in gentlyhilly countryside; 2004: 35). The phraseology in our data also involves the variant ambiente

ospitante (host environment). What is suggested here is the underlying axiology of

orientation towards others, which features the Italian culture as highly contextual (cf. Katan

2004: 251). This emphasis would confirm that the Italian culture places a very high value on

the communication of feelings and relationship rather than on information, or better, where

the British language provides factual examples, the Italian language triggers feelings.

Two other aspects are worth discussing: the absence of local, of items which conveythe meaning of conservation and appreciation in the vicinity of environment, and a very


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low frequency of impact. The adjectival form of the lemma ambiente is found to co-occur

with impatto in phrases such as a basso impatto ambientale (low environmental impact). In

order to see how the Italian language expresses the meaning of local environment, of

protection and appreciation a search via collocation of these items was made in the Italian

sub-corpus and it brought to light the following results: the only word found in the cotext of

locale expressing a meaning parallel to environment is ecosistema as may be observed in

instances (5) (6) and (7) above. The repeated phrasesenza alterare lecosistemalocale shows

similarity via collocation with the American without compromising the environmentor with

the British without damaging the natural environment. Variation is thus preferred in the

Italian interactional communication through the use of a hyponym ofambiente. This is one of

the main results from contrastive linguistics: where English uses the same word to refer to the

same entity, Italian prefers variation (Granger et al. 2003).

As far as the other collocates are concerned, ambiente clusters only twice with

conservazione (conservation) and rispetto (respect) but no instances of

apprezzamento/valorizzazione and protezione/tutela, hypothesised as prima-facie

translation ofappreciation andprotection, respectively, were found. Again, a search of these

nouns via collocation showed valorizzazione in the company of territorio as in the two

following examples:

(1) In particolare operiamo incentivando la conoscenza, il rispetto e la valorizzazione del territorio.(2) Lecoturismo un strumento per una corretta valorizzazione del territorio.

The choice of this item shows the relevance of geo-political boundaries to Italian identity. The

rich collocational profile of the word territorio in the Italian sub-corpus, a set of shared

collocates with environment in the other two sub-corpora and its higher relative frequency

(0.14%) lead us to think that the Italian discourse of ecotourism places emphasis on the value

of the territory rather than on ambiente. The exploration of concordances confirms thishypothesis supported by the fact that not even an occurrence of the assumed equivalent

territory was found in the British and American sub-corpora. The range of its semantic

preferences goes from items related to the heritage of a country (culturali, tradizioni) to

positively connoted abstract nouns (valorizzazione, conoscenza, sviluppo) to names of places

(aree, natura). Guided by the criterion of frequency, we see cultura, tradizioni, natura and

storia as very frequently associated with territorio which encompasses all the cultural human-

products as we read in the following examples:


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(10) Tali escursioni sono organizzate secondo week-end tematici in calendario programmato di

itinerari che consentano una lettura a 360 del nostro territorio della sua natura e della sua storia.(11) Allarrivo un referente locale dar il benvenuto al gruppo introducendolo nel vissuto del

territorio.

The use of vissuto (its past) personifies the territory. Noteworthy again is the stress on

relationship. The territory constructed as a container replete with traces of the past (stress on

the past rather than on the future; see Manca 2008) invites a shared discovery (scoperta

partecipata del territorio) or to a different reading. Examples (12) and (13) demonstrate the

above observations in context:

(12) Il Parco rivolge le proprie proposte ad un pubblico di lettori-viaggiatori, a cui far conoscere il

territorio attraverso una lettura differente, interdisciplinare, attenta allambiente.(13) Il contatto personale con il visitatore centrale, e le guide sono tutte altamente competenti e

preparate per comunicare la loro conoscenza del territorio.

These citations uncover one of the main aspects of an eco-tour that is learning while

travelling. Put differently, the territorio is like a text and the notion of reading, which was

found only in the vicinity of the Italian word, highlights an interest in the symbolic aspects of

territorio. The last collocates worthy of consideration are again contatto (contact) and natura

(nature):

(14) Perch un viaggio ecoturistico? Per il contatto con il territorio, la natura, la popolazione.(15) Lecoturismo si fonda sulla possibilit di stabilire un rapporto diretto e approfondito con la

natura, lambiente e il territorio.

Territorio shares many meanings with ambiente but it also encodes other aspects related to

the cultural and historical heritage of a nation. The evidence speaks for itself: the concept of

relation is pervasive in the Italian sub-corpus and facts are not clearly and explicitly written.

Explicit is on the contrary the collectivist dressing of the Italian culture: travellers are

invited to spend their time with other people sharing the pleasures and cultural aspects of the

territorio. As a result, the whole community is rigidly tied together with socio-economic and

cultural images, feelings, stories, myths, values and tradition.

3.2 ...to the environment ofnature/natura

The second item to investigate assumed as ideological category is the lemma nature and its

posited equivalent natura. The lemma occurs 0.16% in the Italian sub-corpus, 0,04% in the

British sub-corpus and 0.18% in the American data. The lower relative frequency ofnature inthe British sub-corpus seems to indicate its marginal relevance in the data and the


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examination of the concordances confirms this hypothesis. Nature is frequently associated

with reserve and carries an adjectival function. Only one citation seems to be relevant to this

analysis since it conveys the concept of connection between the traveller and the nature, but

again the union is between the node and the typology of accommodation:

1 The nature of the houseboat accommodation offers the visitor the unique opportunity to co-exist

with nature.(from the British sub-corpus)

Unexpectedly for the American control-oriented culture, nature seems to convey a meaning

similar to that in the Italian culture. The recurrent pattern, even though through variation, is:

verb (explore, connect, being, attuning, live) + a noun (connection, harmony, relationship)

which colligates through a fixed preposition (with) with the item nature:

2 bio diesel, this is truly a place to explore and connect with nature and your own inner vision.3 bring you feelings of intense energy, love, oneness, and a connection with nature. Bring the4 to help our visitors find peace and joy while being in harmony with nature. Serendipity5 consciousness of alternative energy and living organically in harmony with nature. The luxuri

6 camp ground where you can enjoy pitching a tent and being one with nature. We strong7 and also teaches you more advanced techniques for attuning oneself with nature. This cours8 on a low-key eco-journey, or explore and celebrate your relationship with nature in an educa

Concordances 1: nature in the American sub-corpus

Despite the high ranking of the American culture on the individualistic dimension, the

promotion of the harmony between visitors and nature highlights the more elaborate and

expressive orientation of this culture with respect to the British culture. Moreover, an

explanation may be due to the type of discourse, where nature represents a relevant category

in the incitement to ecotourism. This orientation to harmony, which is not typical of the

American culture, may be explained if considering the corpus analysed: promoters rely on the

image of a close and benign nature to attract travellers, but this is envisaged only for the time

of their holiday, then travellers go back to their dynamic control-based activities (Katan,

personal communication).

Needless to say that in the Italian sub-corpus natura is found to frequently co-occur

with nouns belonging to the semantics of relationship such as contatto (contact), armonia

(harmony), rapporto (relationship), connubio (alliance), approccio (approach):

1marchiando come 'eco' attivit che semplicemente si svolgono a contatto con la natura, co2...residence hotel di qualit per chi desidera un soggiorno a stretto contatto con la natura in3. luogo per una vita ritirata di preghiera e di meditazione, in connubio con la natura. Il P4..a tutti che un parco lo strumento per garantire un corretto approccio con la natura, pr

5.......precedente, stato effettuato secondo lo spirito scout in piena armonia con la natura circ6.proprio tempo libero al mare o in montagna, cercando un rapporto diretto con la natura e'7..ato e apre le porte a chi vuole trovare un equilibrio nuovo nel rapporto con la natura. CE


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8 viaggio autentico e ricco di contenuto sia a livello di contattiumani che con la natura. Qu

9 ....vive ogni avventura quasi come un percorso spirituale di comunione con la natura da

Concordance 2: natura in the Italian sub-corpus

These citations deploy intensely metaphorical meanings of marriage so as to offer a spiritual,

synergic holiday package. In order to check if the adjective naturallends itself to convey a

meaning of strong relationship with nature, the concordances of the adjective as node were

examined. The occurrence of one citation in each sub-corpus is the exception that proves the

rule. The meaning in both cases is encoded when naturalcollocates with world:

(1) The whole farm is managed sustainably for the benefit of wildlife and landscape and toencourage the understanding of our relationship - physical, spiritual and creative - with the naturalworld. (from the British sub-corpus)

(2) Partly a demonstration of technique, partly a sharing of philosophy, you'll love the way Kristenhelps immerse you in the natural world. (from the American sub-corpus)

The investigation of the lemma nature seems to highlight a different tendency of the

American culture, which does not fit Kluckhohn et als theory of the American control over

nature. Actually, this represents an individual case and as Hofstede (2009: 28) maintains

analysing society is a different thing from analysing individuals and individuals of course

are variable.

Finally, in order to summarize results a table is provided for translation purposes.

Findings seem to suggest that the Italian language prefers to use to word territorio to transfer

the meaning encoded by the phrase local environmentand again territorio is combined with

protection at least in the data examined.

American English British English Italian

blend/s into the naturalenvironment

being at one with thenatural environment

learning about the localenvironment and culture

rapporto/ contatto conlambiente ospitante

scoperta partecipata delterritorio

conserving the

environment

protect the environment

conserve the environment

appreciation of the

environment

tutela del territorio

difesa/tutela della natura

valorizzazione del territorio

(help) minimize impacton the naturalenvironment

minimise damage to theenvironment senza alterare lecosistemalocale


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without compromisingthe environment

without damagingenvironment

reducing damage to theenvironment

a basso impatto ambientale

connection/harmony/relationship with nature relationship withnatural

world * (only one occurrence) connubio/rapporto/simbiosi/equilibrio/comunione/approccio con la natura

Table 4: Linguistic choices across languages

4. Conclusion

The main assumption in this work was that cultural orientations influence the way people

perceive, relate to, and construct their environment and nature in the discourse of

ecotourism and that languages resort to different linguistic choices and communicative styles

to convey that particular ideological positioning. Thus, not only is human purpose guided by

interior values, but those values and attitudes are transmitted by words, and linguistic choices

may vary across cultures.

While little has changed in terms of the representation of nature as unspoilt and

beautiful, the major shift from other forms of tourism lies in the way companies promote

ecotourism: they portray themselves as environment/natures caretakers, that is,

environmentally friendly. In the American and British data in particular, what a business feels

is attractive for the potential traveller is the demonstration that they share environmental

sensitivity with a larger public. The analysis of the two lemmas environmentand nature has

confirmed them as ideological categories in the discourse of ecotourism but with some

differences. Environment is central in the British and American sub-corpora and less in the

Italian data where natura and territorio seem to ideologically prevail for frequency, regularity

of patterning and the function they perform. The ideological positioning of environment is

nourished by a response, which is more cognitive in the American and British sub-corpora

according to their low context cultural orientation. Emotions and relationships in the Italian

texts are the pivotal tools, which pervade the construction ofambiente, territorio and natura.

Furthermore, the analysis of territorio has shown that the Italian sense of identity rests on

fixed connections with cultural aspects and social structures and that there is no

correspondence between territorio and territory in the texts under study.

The dominant cultural orientations determine the patterns of communication.

Classified as HCC, in the Italian text expressiveness plays a crucial role in convincing peopleto take an eco-tour. The Italian stylistic sophistication is closer to the American type of


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Corpus Sitography

American sub-corpus:www.ecotourdirectory.com/ecotours/united_states_of_america

www.responsibletravel.com

www.nathab.com/america

British sub-corpus

http://www.ecotourdirectory.com/ecotours/england

http://www.responsibletravel.comhttp://wwwresponsibletourism.co.uk/holidays


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Italian sub-corpus

www.fsnc.it

www.ecoturismo-italia.it

www.pelagos.it

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